Essential Marketing Tools

For Online Business

Small & Medium Businesses

Taher Abdel-Hameed
Author - Marketing Consultant
Sr. Research Analyst
TaherAbdelHameed.com
Welcome

Who Am I?

• Author of 3 Books in Marketing.

• Experience 12+ years in Marketing across MEA.
• Certified in Marketing Management from AMA in USA.
• Working at IDC.com
(all my views today are my own and not related or endorsed by my employer)
• Marketing Consultant for Small & Medium Businesses
Welcome

Assumptions in my Presentation!

• Most of us here in Small & Medium Businesses!

• Need Practical Advice not to Show off!

• Strategic Guidance more than step-by-step tutorial!

• Fast-Paced Presentation!

• By the end of today we have to take some Baby Steps!

 ‫هديتك!‬

‫خصم كبير (حقيقي) على كورس‬

‫‪Marketing Toolbox‬‬
‫وشامل معه كتابي "أدواتك التسويقية"‬
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‫اعرف تفاصيل الكورس‬

‫واستفاد بالخصم الكبير‬
‫‪Offer Link‬‬
‫‪https://bit.ly/mkt-club-offer-60‬‬
Introduction
Introduction

Marketing Tools?
Introduction

MarTech= Marketing Technology

Introduction

MarTech Landscape!

Source:
martech5000.com
Introduction
Introduction

…Better Approach to
Understand Communicat
e Sell
Marketing Tools

Main Categories
For SMBs Help

Where are Trending AI Tools?!

Introduction
Communicate
‫ أدوات عمل نماذج إدخال البيانات‬
Forms Tools
‫ أدوات عمل االستبيانات‬
Survey and Getting Feedback
Tools
"‫ أدوات إدارة "السوشيال ميديا‬
Social Media Management Tools
‫ أدوات التسويق باإليميل‬
Email Marketing Tools
‫ أدوات إدارة العالقات مع العمالء‬
Customer Relationship
Management (CRM) Tools
‫ أدوات جذب وتوليد العمالء المحتملين‬
Lead Generation Tools
Introduction
Communicate
‫ أدوات عمل نماذج إدخال البيانات‬
Forms Tools
‫ أدوات عمل االستبيانات‬
Survey and Getting Feedback
Tools
"‫ أدوات إدارة "السوشيال ميديا‬
Social Media Management Tools
‫ أدوات التسويق باإليميل‬
Email Marketing Tools
‫ أدوات إدارة العالقات مع العمالء‬
Customer Relationship
Management (CRM) Tools
‫ أدوات جذب وتوليد العمالء المحتملين‬
Lead Generation Tools
Introduction
Sell
‫ أدوات التجارة اإللكترونية‬
Ecommerce Platforms / Tools
‫ أدوات الدفع أونالين‬
Payment Gateways Tools
‫ أدوات تحسين نسب التحويل والبيع‬
Conversion Rate Optimization
(CRO) Tools
‫ أدوات بناء صفحات الهبوط والبيع‬
Landing Page / Sales Page Tools
‫ أدوات بناء المواقع‬
Website Builder/Platforms Tools
‫ أدوات صناعة القمع البيعي‬
Sales Funnels Tools
Introduction
Sell
‫ أدوات التجارة اإللكترونية‬
Ecommerce Platforms / Tools
‫ أدوات الدفع أونالين‬
Payment Gateways Tools
‫ أدوات تحسين نسب التحويل والبيع‬
Conversion Rate Optimization
(CRO) Tools
‫ أدوات بناء صفحات الهبوط والبيع‬
Landing Page / Sales Page
Tools
‫ أدوات بناء المواقع‬
Website Builder/Platforms Tools
‫ أدوات صناعة القمع البيعي‬
Sales Funnels Tools
‫‪Introduction‬‬
‫‪Helpful Tools‬‬
‫‪ ‬أدوات معرفة اتجاهات السوق‬
‫‪Market Trends Tools‬‬
‫‪ ‬أدوات تساعد في تحليل المنافسين‬
‫‪Competition Analysis Tools‬‬
‫‪ ‬أدوات تساعد في تحسين اإلنتاجية‬
‫‪Productivity Tools‬‬
‫‪ ‬أدوات التحليل وتتبع رحلة العميل‬
‫‪Analytics and Tracking Tools‬‬
‫‪ ‬أدوات التكامل واألعمال األتوماتيكية‬
‫‪Integration and Automation Tools‬‬
‫‪ ‬األدوات المتكاملة في منصة واحدة‬
‫‪All-in-One Solutions‬‬
‫‪Introduction‬‬
‫‪Helpful Tools‬‬
‫‪ ‬أدوات معرفة اتجاهات السوق‬
‫‪Market Trends Tools‬‬
‫‪ ‬أدوات تساعد في تحليل المنافسين‬
‫‪Competition Analysis Tools‬‬
‫‪ ‬أدوات تساعد في تحسين اإلنتاجية‬
‫‪Productivity Tools‬‬
‫‪ ‬أدوات التحليل وتتبع رحلة العميل‬
‫‪Analytics and Tracking Tools‬‬
‫‪ ‬أدوات التكامل واألعمال األتوماتيكية‬
‫‪Integration and Automation Tools‬‬
‫‪ ‬األدوات المتكاملة في منصة واحدة‬
‫‪All-in-One Solutions‬‬
Introduction

So, Today’s Agenda Actions (Baby Steps) 

• Email Marketing
Communicate • Lead Gen

• Landing/Sales Page
Sell • E-Commerce

• Tracking Customer Behaviors

Helpful • Passwords Managers
Introduction

So, Today’s Agenda Actions (Baby Steps) 

• Email Marketing
Communicate • Lead Gen

• Landing/Sales Page
Sell • E-Commerce

• Tracking Customer Behaviors

Helpful • Passwords Managers
Introduction

In Each Tool
Concept

Types / Sub-Categories

Terminologies: Speak Their Languages

Main Options

Recommended Tools?

Other Tools?

Use Cases / Examples

 How to Choose
The Best Suitable Tool
How to Choose

At First, Let’s Agree?

• There is Nothing Called

“The Best” Software or Tool in the World.

• It Depends on your Needs!

• What’s Great for you Today,

May not be Suitable to you Tomorrow!
How to Choose

Tips on How to Choose?

• Easy to Use?

• Affordable to You to Start With?

• Affordable Mid-Price Plan? High Plan?

• How about Their Content Marketing / Support?

How to Choose

Tips on How to Choose? Cont.

• Hidden Costs?

• My Data? Import and Export?

• Stop Subscription?

• Better to Choose Tool has Freemium Plan

How to Choose

What to Look for

When Selecting a Tool?

Your Must-Have Your Nice-to-Have Your Budget?

Options? Options? Now and in the Future?
Now and in the Future? Now and in the Future?
How to Choose

Tools Trends

SaaS Data API Consumer Empowerin

(Software as on Cloud Integration with Privacy g Customers
Service) Other Tools Concerns & on Their Data
Challenges
How to Choose

Types of Tools From Hosting Perspective

Hosted (Standalone) Self-Hosted

• No Manual Setup • Setup by Yourself

• SaaS
• Limited Control
• Usually, Less Features
• Not Easy to Migrate
• Stopped Payment: Nothing Active!
• Usually, Easy to Use
• Updates Auto
• Secured by Provider
• SaaS or Others
• Unlimited Control on Everything!
• Usually, More Features
• Freedom to Migrate
• Stopped Payment: May Still Active!
• Usually, Complex to Use
• Usually, Updates by Yourself
• Security Depends on You
How to Choose

Watch OUT!

Wasting Time
Shiny Object Love Tools vs
Researching
Syndrome USING Them! the Minors!
Email Marketing Tools
Email Marketing

Concept

• Manage Your Email List Contacts / Subscribers

• Send Personalized Emails to Many People

• Tracking and Reports

Email Marketing

Why Email Marketing?

• Important Asset to Own! Earned

Traffic

• Type of Traffic Online/Offline

Owned
• Hint: Owned Traffic! Traffic
Controlled
Traffic
Email Marketing

Why Email Marketing? Cont.

• Because Most People don’t buy from 1st time!

• Dead! Not Yet!

• You need an Email to sign up to Social Media!

• Highest ROI
Email Marketing Drives $38 for Every $1 Invested.
(According to Litmus)
Email Marketing

Main Types?
Standalone/Hosted Self-Hosted
Criteria Email Marketing Email Marketing
Example: MailerLite / MailChimp Example: Sendy App + SES
Easy to Use/set up Yes No
Usually Expensive to Start with (up front
Cheap to start
Cost Expensive when growing your list
costs). The Cheapest when growing
your list
Maintenance/ Up to date / Don’t worry about It’s your responsibility to make sure
Updates /Security anything! everything is working/updated

Data Storage On Could of the provider On your Server

Deliverability High Depends on your settings

If you have Strong Technical
Recommended for? All Marketers / Businesses Background or team to support.
Having Huge List (over 20K)
Email Marketing

Email Tools Subcategories

Standalone Email Marketing Tools

Self-Hosted Email Marketing Tools

Transactional Email Marketing Tools

Cold Email Marketing Tools

Helpful Tools Around Email Marketing

 Email Marketing

Standalone /Hosted
Email Marketing Tools
Email Marketing

Scope of Email Marketing Tools

Sending Emails / Landing Pages Websites Builder SMS

Newsletter

E-Commerce CRM Transactional

Features Emails
Email Marketing

Main Options

• Schedule Emails/ Promotions

• Email Series/ Drip Emails
/ Auto Responder/ Automation
• List Management
• Segmentation: Lists, Groups, or
Tags
• A/B Testing
• Reports
Email Marketing

Speak Their Language!

• Subscribe/Opt-in
• Unsubscribe/Opt-out
• Open Rate: Understand the Pixel!
• Tracking Clicks
• Pre-Header Text (Preview text)
• Trigger / Condition
• Template
• Contact Variables
Email Marketing

Pricing Models

• By Subscribers/Contacts
• Active – Unique
• Inactive – Unsubscribed!

• Emails Volume
• Regardless Contacts Number

• Mix of Both

• Pay as You Go / Email Credit

Email Marketing

Pricing Models – How to Choose!

• By Subscribers/Contacts?
• Send Regular emails to Specific List

• Emails Volume?
• Send Irregular Emails to Larger Lists
• Send to Many New Leads

• Pay as You Go / Email Credit?

• Lite Use During the Year
~ $25-$37
Email Marketing

Recommended Tools for SMEs

• MailerLite:
• Very Easy to Use.
• Suitable for Most of us,
Beginners and Advanced!
• Free up to 1000 Sub with automation
• Affordable Prices
• If you stop your paid plan, your
automations will still work
• Built-in Surveys
• Good with Arabic Content
Email Marketing

Recommended Tools for SMEs

• SendinBlue:
• Affordable for Large Lists
• Price By Sent Emails not # of
Contacts.
• Free to 300 Email/day ~ 9,000/Month
• Great Options for E-Commerce
• More Advanced Options
• Great Tools Collection in one Place:
SMS, CRM, Transactional.
Email Marketing

Recommended Tools for SMEs

• ActiveCampaign:
• The King of Automations
• Strong in A/B Testing
• Including SMS, Powerful CRM
• For Advanced Needs and Higher
Budgets.
Email Marketing

Other Tools ….

• MailChimp: Famous BUT Very Expensive after the Free

Plan!
• MailJet: Very Affordable BUT NOT Integrated Easy! MailerLite
r
• MooSend: Interesting Pay as You Go Option!
• GetResponse: Popular Option.

• Drip: Very Strong Option for Ecommerce SendinBlu

e

• Ontraport: Popular for Advanced Needs ActiveCampaign

Email Marketing

Use Cases / Scenarios

• Send Regular Newsletter/Updates/Promotion

• Send Lead Magnet/ Opt-in
• Automated Email Series Trigged by an Action
• Cart Abandonment Emails
 Action To Take

Email Marketing
Tools
1. Hosted Solution 

2. Which Pricing Model Suitable for

you?

3. Pick a Tool and Try 

So, Today’s Agenda Actions (Baby Steps) 

• Email Marketing
Communicate • Lead Gen

• Landing/Sales Page
Sell • E-Commerce

• Tracking Customer Behaviors

Helpful • Passwords Managers
Lead Generation Tools
Lead Generation

Concept

• Enable you to Capture Emails/Leads

• Why?
Lead Generation

Main Options

• Templates of Opt-in Page/Form

• Different types of Lead Gen
• When to Show the Form or Pop-up:
• Exist Intent
• Scroll to % of page
• Specific Posts/Pages/Category/Tags
• Conditional Factors
• Leads Reports
Lead Generation

Popular Types
Slide-In PopUp Lightbox Opt-In Widget

Scroll Mat Screen Filler Overlay

"Sticky" Ribbon
Lead Generation

Recommended Solutions for SMEs

• WordPress Plugins?
• Thrive Leads (The Best and Affordable)
• OptinMonster
• Simple Needs? Email Marketing built-in forms

• Hosted Website Solution?

• Most of them have Basic Lead Gen
Lead Generation

Other Lead Gen Solutions…

• Sumo.com
• Bloom from Divi
• Ninja Popups
• HelloBar.com
• Picreel.com
Lead Generation

Use Cases / Scenarios

• Increase Email List

• Offers – Promotions – Discounts
• Guide Visitors to a Specific Action
 Action To Take

Lead Gen Tools

1. Hosted (free inside Email marketing

tool) or Self-Hosted Tool?

2. Pick a Tool and Try 

3. What to Offer for Subscribers?

Promotion on a specific page?
 Landing Page
Sales Page Tools
Landing Page

Concept

• Help you Build Conversion

Focused Pages
• Without Distractions
• Focus on One Call-to-Action

• Build with Drag and Drop!

Landing Page

Main Options

• Edit on Front-End! WYSIWYG • Sections/Blocks

• Responsive Design • Elements
• Above the Fold / Hero Section • Integration with Email
• Opt-in Fields Marketing Tools
• Call To Actions • Tracking Options/Codes
Landing Page

Recommended Solutions for SMEs

• The Best WordPress Plugins : (Self-Hosted)

• Thrive Architect
• Beaver Page Builder (Free Version here)

• Others WordPress Plugins

• Divi
• WPBakery (was Visual Composer)
• Elementor (Free Version here)
• OptimizePress
Landing Page

Recommended Solutions for SMEs

• Hosted Solutions:
• Most of Email Marketing Platforms
Including Landing Page….

• Landingi
• Instapage
• Unbounce
• LeadPages
Landing Page

Use Cases / Scenarios

• Opt-in to Get Lead Magnet (Free/Cheap Product)

• Sales Pages
 Action To Take

Landing Page
Tools
1. Hosted vs Self-Hosted Tool?

2. Pick a Tool and Try 

Ecommerce Platforms / Tools
Quick Guide
Ecommerce Platforms

Concept

• Show Products/Service

• Enable Customers to Buy Directly

• Handle Some Operations

Ecommerce Platforms

Ecommerce Main Components

• Ecommerce Platform
• Shopping Cart
• Checkout Tool
• Manage Products, Prices, Orders …etc.

• Payment Gateway / Payment Processing

• Process Credit Cards and Other Payments Options

• Delivery
• Access to Digital Products
• Shipping for Physical Products
Ecommerce Platforms

Types + Examples: Global Players

Hosting?

Hosted Solution Self-Hosted Solution

• Shopify • WooCommerce
• BigCommerce • Magento

Scope?

Simple Ecommerce Store Full Ecommerce Store

• For Few Products / Digital Products • For Many Products / Physical Products
• Usually, Hosted Solutions • Can be Hosted/Self-Hosted Solutions
• Embedded Purchase Buttons Anywhere • Above Options: Shopify –
• ThriveCart - SendOwl - Gumroad WooCommerce
Ecommerce Platforms

Types + Examples: Arab Players

Hosting?

Hosted Solution Self-Hosted Solution

• ExpandCart • N/A )I don’t know(
• Zammit
• Zid

Scope?
Simple Ecommerce Store Full Ecommerce Store
• For Few Products / Digital Products
• Usually, Hosted Solutions
• For Many Products / Physical
Products
• May Embedded Purchase Buttons Anywhere
• Most of Local Payment Players • Can be Hosted/Self-Hosted Solutions
• Fawaterk - EasyKash - Paymob • ExpandCart - Zammit - Zid
Ecommerce Platforms

Recommended Options

Hosted Full Ecommerce Store Self-Hosted Full Ecommerce Store

• Shopify • WooCommerce
• ExpandCart • Why?

Simple Ecommerce Store

• SendOwl
• Fawaterk
Ecommerce Platforms

Speak Their Language!

• Shopping Cart
• Checkout
• Order Bump
• One-Click Upsell
• Cart Abandonment
• Thank You Page
• Average Order Value (Basket)
Ecommerce Platforms

Helpful Tools for WooCommerce

• Checkout Field Editor

• CartFlows
• WooCommerce Cart
Abandonment Recovery
• WooFunnels
Analytics and Tracking Tools
Analytics Tools

Analytics Tools
Sub-Categories

Tracking Traffic Recording UTM Link Management

Sessions Shorten Links
Heatmaps
Analytics Tools

Tracking Traffic

• JetPack (WordPress) • Clicky.com

• Google Analytics • Heap.io
• Google Tag Manager
• Yendex Metrica
• Privacy Focused
• SimpleAnalytics.com
• Facebook Pixel / Conversion
• Fathom.com
API
• Other Social Media Pixels
 More Analytics = More Vanity
Metrics?!
The danger with any analytics tool is that we get lost
in vanity metrics.

Everybody likes to see that there’s more traffic this

week than last week or that the bounce rate is lower
this month than last month.

But on its own, this kind of data is useless.

In fact, any Kind of Data is Useless,

Until You Make a Change Based on it.

Shane Melaugh
 Analytics and Tracking Tools

Behavior Analytics
Recording Sessions / Heatmaps
Behavior Analytics

Recording Sessions / Heatmaps

• Concept
• Track visitor behavior online
• Record their browsing experience in like a video
• Track their scrolling

• How?
• Tracking Code, you paste into your website
Behavior Analytics

Behavior Analytics
Recording Sessions / Heatmaps

• Hotjar
• Microsoft Clarity
• Yendex Metrica
• Stack Analytix (Egyptian Tool)

• MouseFlow
• VWO Insights
• Mixpanel
Behavior Analytics

WordPress Plugins
to Put External Codes of Other Tools

• Insert Headers and Footers

by WPBeginner

• Analytics & Scripts Option

in Thrive Themes

• PixelYourSite (Free Version Here)

• Facebook Pixel Helper

Productivity Tools
Productivity Tools

Password Managers Tools

• Concept: Create/Managing Passwords!

• Recommended Tool:
• Bitwarden.com
• The Best Free App
• Open-Source

• Others:
• LastPass.com
• 1Password.com
• Why use a password manager?
Productivity Tools

2 Factor Authentication Management

• Concept:
• Verify you are the account owner!
• Instead of SMS/Calls, just pop-up or
Code

• Recommended Tools
• Microsoft Authenticator

• Others
• Google Authenticator
• Authy 2-Factor Authentication
 Find More
Tools / Alternatives?
Find More

Websites to Explore
More Tools, Find Alternatives

• User Reviewing Websites • Google by:

• G2.com • Alternative to …..
• Capterra.com
• Compare ….. Vs. ….
• Softwareadvice.com
• Trustpilot.com
• Datanyze.com/market-share
)Don’t Trust %, just explore tools(
Find More

Explore More MarTech Tools:

• https://martechmap.com/
• https://chiefmartec.com/
• https://martech5000.com/
Summary
Summary

In Brief…

• Tools are Great BUT

not Replacement to Marketing Strategy/System!

• Don’t Waste Too Much Time!

• Take Action AND Adjust!

 “The Best Time
to Plant a Tree
was 20 Years Ago.
The Second-Best Time
is Now.”
Chinese Proverb
 ‫هديتك!‬

‫خصم كبير (حقيقي) على كورس‬

‫‪Marketing Toolbox‬‬
‫وشامل معه كتابي "أدواتك التسويقية"‬
‫بالكوبون ده‬
‫‪mkt-club‬‬
‫ستحصل على خصم ‪ %60‬فورا‬
‫لفترة محدودة‬

‫اعرف تفاصيل الكورس‬

‫واستفاد بالخصم الكبير‬
‫‪Offer Link‬‬
‫‪https://bit.ly/mkt-club-offer-60‬‬